Video is one of the most consumed and demanded formats by today’s audience. According to a HubSpot study, 54% of consumers prefer to watch videos about products or services rather than read texts or see images. Therefore, if you have an audiovisual production that you want to publicise, you should take advantage of the power of video to reach your audience and achieve your objectives.

From advertising to social media marketing

But it is not enough to create a quality video, you also have to know how to disseminate and promote it in the different media available, from television to social networks.

In this article we are going to give you some tips on how to plan, execute and measure an effective video strategy for your audiovisual production.

Define your target and your audience

The first thing to do before launching your video campaign is to define what you want to achieve with it and who you want to reach. Do you want to increase brand recognition? Do you want to generate interest in your audiovisual production? Do you want to achieve sales or conversions? Do you want to build audience loyalty?

Depending on your objective, you will have to adapt the message, tone, format and channel of your video. For example, if you want to create anticipation for your audiovisual production, you can make a teaser or a trailer that shows the most attractive aspects of your work.

If you want to educate or inform your audience, you can make an explanatory video or a documentary that delves into the subject or the process of your audiovisual production; if you want to entertain or excite your audience, you can make a funny or emotional video that connects with their feelings.

In addition, you must know your target audience well: their tastes, preferences, needs, consumption habits, etc. This way you can create a video that interests them, provides them with value and motivates them to watch your audiovisual production.

Choose the right media

Once you are clear about your objective and your audience, you must choose the media where you are going to broadcast and promote your video. There are many channels where you can show your audiovisual production, but not all of them are the same or have the same characteristics.

Therefore, you should analyse the advantages and disadvantages of each and select the most suitable for your strategy.

Some of the most popular and effective means of disseminating and promoting an audiovisual production are:

Television: This is the traditional medium par excellence for showing an audiovisual production. It has the advantage of having a large reach and high credibility, but it also has disadvantages such as high cost, low segmentation and the difficulty of measuring impact.
Social networks: They are the most widely used digital medium for sharing videos. They have the advantage of having a large audience, high segmentation and easy performance measurement, but also have drawbacks such as content saturation, low attention span and dependence on algorithms.
Websites: They are the online medium where you can host your video and show it to your visitors. They have the advantage of having full control over design, content and user experience, but they also have drawbacks such as the need to generate traffic, competition with other websites and search engine optimisation.
Events: These are the face-to-face medium where you can project your video to a specific audience. They have the advantage of generating a direct and personal contact with the audience, creating a favourable environment and generating a memorable recall, but they also have disadvantages such as limited reach, high cost and difficulty of organisation.

Adapt your video to each medium

Making a video for television is not the same as making a video for social media. Each medium has its own characteristics, standards and requirements that you must take into account when creating and adapting your video. For example, the length, format, sound, subtitles, logo, call to action, etc.

Some aspects you should consider to adapt your video to each medium are:

Duration: The length of your video can influence the interest and attention of your audience. In general, it is recommended that videos are short and concise, especially in social media, where competition is higher and patience is less. However, depending on the medium and the objective, you can make longer videos if they provide value and keep the pace. For example, on YouTube or on your website you can make videos of several minutes if they are informative or educational. On Instagram or TikTok, on the other hand, you should make videos that are only a few seconds long if you want to capture attention and generate engagement.

Format: The aspect or aspect ratio of your video can affect the quality and visibility of your content. In general, it is recommended that videos are horizontal or widescreen (16:9), especially for television or websites, where they make better use of space and adapt better to the screens.

However, depending on the medium and the objective, you can make vertical (9:16) or square (1:1) videos if you want to optimise space and adapt to mobile devices. For example, in Instagram Stories or Reels you should make vertical videos if you want to occupy the entire screen and generate greater immersion. On the other hand, on Facebook or Twitter you can make square videos if you want to stand out from the rest of the content and facilitate consumption.

Sound: The audio or music in your video can influence the mood and emotion of your audience. In general, it is recommended that videos have clear sound that is appropriate to the message and tone of the video, especially for television or events, where higher quality and greater attention is expected. However, depending on the medium and the objective, you can make videos without sound or with subtitles if you want to avoid annoyance and facilitate understanding. For example, on Facebook or LinkedIn you should make videos without sound or with subtitles if you want to adapt to the silent mode and the preferences of the users.

The logo: The image or name of your brand or your audiovisual production can influence the recognition and recall of your audience. In general, it is recommended that videos have a visible and legible logo, especially for advertising or marketing, where a greater diffusion and greater loyalty is sought. However, depending on the medium and the target, you can make videos without a logo or with a discreet logo if you want to avoid rejection and build trust.

For example, on YouTube or TikTok you should make videos without a logo or with a discreet logo if you want to adapt to the organic style and expectations of the users.

The call to action: The action or message you want your audience to take or receive after watching your video can influence the interest and conversion of your audience. In general, it is recommended that videos have a clear and attractive call to action, especially for social media or websites, where you are looking for more interaction and action. However, depending on the medium and the objective, you can make videos without a call to action or with an implicit call to action if you want to avoid pressure and generate curiosity. For example, in television or events you should make videos without call to action or with implicit call to action if you want to adapt to the context and the motivations of the viewers.

Programme and promote your video

Now that you have your video ready and adapted to each medium, it is time to schedule and promote it. To do this, you must take into account the time, the place and the way to broadcast and promote your video. For example, the date, the time, the channel, the format, the budget, etc.

Some aspects to consider when programming and promoting your video are:

Timing: The time or occasion at which you broadcast and promote your video can influence the relevance and timeliness of your content. In general, it is recommended that videos are broadcast and promoted at the right time, especially for television or events, where you are looking for greater timing and impact. However, depending on the medium and the target, you can make timeless or seasonal videos if you want to adapt to trends or the needs of your audience. For example, on social media or websites, you can make timeless or seasonal videos if you want to seize the right moment or generate buzz.

Location: The space or platform where you broadcast and promote your video can influence the reach and targeting of your content. In general, it is recommended that videos are broadcast and promoted in the right place, especially for social media or websites, where you are looking for a larger audience and more personalisation. However, depending on the medium and the target, you can make multi-channel or single-channel videos if you want to adapt to the preferences or characteristics of your audience.
How: The way or strategy in which you disseminate and promote your video can influence the interest and conversion of your content. In general, it is recommended that videos are disseminated and promoted organically and paid, especially for social media or websites, where you are looking for higher visibility and more action. However, depending on the medium and the objective, you can make organic only or paid only videos if you want to adapt to your budget or return on investment. For example, in TV or events you can make organic-only or paid-only videos if you want to optimise your resources or maximise your results.

Measure and analyse your video’s impact

Finally, after disseminating and promoting your video, you must measure and analyse the impact it has had on your audience and your objectives. To do this, you must take into account the metrics and indicators that allow you to evaluate the performance and return of your video. For example, the number of views, viewing time, retention rate, number of comments, number of shares, number of clicks, number of conversions, etc.

Some aspects to consider when measuring and analysing the impact of your video are:

The objective: The purpose or goal you want to achieve with your video can influence the metrics and indicators you should measure and analyse. In general, it is recommended that videos are measured and analysed according to the objective you are pursuing, especially for social networks or websites, where you are looking for greater precision and optimisation. However, depending on the medium and the objective, you can measure and analyse different variables if you want to adapt to the characteristics or limitations of each channel. For example, in television or events you can measure and analyse variables such as rating, share, recall or satisfaction.

The tool: The application or software you use to measure and analyse your video can influence the ease and reliability of your data. In general, it is recommended that videos are measured and analysed with specific and professional tools, especially for social networks or websites, where you are looking for more functionality and greater security.

However, depending on the medium and the target, you can use different tools if you want to adapt to the needs or possibilities of each case. For example, in television or events you can use tools such as Kantar Media, EGM or surveys.

Action: The decision or change you make based on the results of your video can influence the improvement and continuity of your strategy. In general, it is recommended that videos are used to take concrete and relevant actions, especially for social media or websites, where you want to be more adaptive and innovative. However, depending on the medium and the target, you can take different actions if you want to adapt to the circumstances or opportunities of each moment. For example, in television or events you can take actions such as modifying the time, the channel, the message or the format.

Conclusion

As you have seen, promoting and disseminating an audiovisual production across all media is not a simple or improvised task. It requires careful and professional planning, execution and measurement. But if you follow these tips and have the support of an expert audiovisual production company, you can ensure that your audiovisual production reaches your target audience and meets your objectives.